graphic standards guide
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table of contents
Introduction 4 Purpose of Graphic Standards Style Guide 6 Color 7 Color Palettes 8 Color Distribution 9 Typography 10 Merriweather Sans 10 Merriweather 11 Logos 13 Introduction 14 General Application Guidelines 15 Primary Logo 16 Unacceptable Logo Usage 18 Graphic Elements 19 Texture 20 Photography 21 Examples 22 Brochure 23 Websites 24 Contact 25
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introduction
Why Is the Graphic Standards Guide Important? Graphic standards involves the use of logos, typefaces and colors to create a clearly recognizable image for an institution. A graphic standards guide is necessary for organizations as large and diverse as Diverse Staffing to build and communicate a clear corporate brand identity for its many target audiences. A successful graphic standards guide helps the company develop strong name recognition by defining a “look� for all materials that audiences instantly identify with Diverse Staffing. This does not mean that all materials must look exactly alike. It does mean that they must all clearly belong to the same family, with logos, typefaces and colors used consistently. Through consistent graphic standards, Diverse Staffing can project a strong, unified and professional image to all audiences even though communications are coming from separate offices in our region. Following this guide officially identifies your unit as part of the company, increasing brand identity with your audience and making it more likely that your message will be received.
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To what types of materials do the graphic standards apply? The guide applies to all brochures, publications, periodicals, websites and any other type of marketing materials produced by the company or partner agencies for external audiences. Materials governed by the guide include, but are not limited to, the following: • Recruitment brochures • Viewbooks or annual reports • Publications for partners and donors • Official company websites • Departmental program information • Periodical magazines or newsletters • Promotional videos and CDs • Stationery and business cards • Banners and posters • Promotional items and merchandise • Office signage • Apparel
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purpose of the guide
The purpose of the Graphic Standards Guide is to provide rules for coherent communication of the Diverse Staffing brand. This document outlines an identity standards and applications system in three parts. The first part contains a group of identity elements specifically designed to identify the Diverse Staffing brand. The second part contains regulations and examples specifying acceptable employment of the graphical elements. The third part defines the look and feel of the brand and presents sample applications for use in brand communications. The coordination of the Diverse Staffing brand to consumers plays a significant role in their impression of the brand. Consistency is paramount to the success of the identity system. Consistent use of the mark and supporting elements will build brand equity and resonance. The end result will be an increased understanding of the Diverse Staffing brand by the public. Use only original vector artwork for reproduction of these marks. Elements and marks may not be altered electronically or manually, nor can they be stretched, outlined, given drop-shadows or enclosed in shapes that appear to be an organic part of the element. Clip art is not a part of the Diverse Staffing brand.
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color
color palettes
Color chips are presented in CMYK, RGB and hexadecimal values (web). These are all the primary colors for use with relevant Diverse Staffing applications. Regardless of color, it is important that all marks and text are legible. Lastly, Diverse Staffing Greens should never be tinted, as that produces an undesirable shade of green.
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Light Green
Green
Deep Green
CMYK 60 / 0 / 66 / 0 RGB 108 / 193 / 130 Web 6cc282
CMYK 79 / 6 / 90 / 0 RGB 40 / 169 / 88 Web 28A958
CMYK 80 / 28 / 82 / 13 RGB 55 / 128 / 81 Web 378052
Light Gray
Middle Gray
Dark Gray
CMYK 0 / 0 / 0 / 10 RGB 230 / 231 / 232 Web E6E7E8
CMYK 0 / 0 / 0 / 60 RGB 103 / 103 / 103 Web 676767
CMYK 0 / 0 / 0 / 90 RGB 60 / 60 / 60 Web 3C3C3C
color distribution
Below is a general suggestion for the distribution of colors within the Diverse Staffing palettes for any given design. Emphasis is placed on negative space, followed by our brand colors. At times, white space will refer to space that can be white, but may also be any of the Diverse Staffing Grays; emphasis should consistently be placed on negative space.
Greens
10%
Grays
30%
Negative Space
60% 9
typogrpahy
typefaces
Aa tone
available at
Contemporary, modest, techinical
Google.com/fonts
Merriweather Sans Merriweather Sans is a versatile, neutral typeface due to its clean appearance, large x-height and streamlined, linear feeling when used. This typeface should be used as the primary typeface for all Diverse Staffing brochures, publications, periodicals, websites and any other type of marketing materials produced. Any typeface within the Merriweather Sans family (e.g. book, book italic, etc.) is available for use at the designer’s discretion.
Merriweather Sans Extra Bold AaBbCcDdEeFfGg1234567890
Merriweather Sans Bold AaBbCcDdEeFfGg1234567890
Merriweather Sans
AaBbCcDdEeFfGg1234567890
Merriweather Sans Book AaBbCcDdEeFfGg1234567890
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typefaces
Aa tone
available at
Intelligent, classic, traditional
Google.com/fonts
Merriweather Merriweather is a modernized take on classic type proportions. It works very well as a body copy, captions, or in design solutions that require a more academic or stately overtone. This typeface should be used as the secondary typeface to Merriweather Sans. Any typeface within the Merriweather family (e.g. light, light regular, etc.) is available for use at the designer’s discretion.
Merriweather Sans Extra Bold AaBbCcDdEeFfGg1234567890
Merriweather Sans Bold AaBbCcDdEeFfGg1234567890
Merriweather Sans
AaBbCcDdEeFfGg1234567890
Merriweather Sans Light AaBbCcDdEeFfGg1234567890
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logos
logo introduction
An official logo should be used on all company marketing communications, including printed pieces, visual presentations, advertising and any other materials that represent the company with external audiences. It should appear on the front or back cover of all printed communications unless an exception has been granted by the Marketing Department. Logo Family
Primary Logo
Logotype
Primary Signature
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general application guidelines
To maintain a high level of quality and consistency in a variety of applications, the following guidelines must be followed when applying the logo: Quality The logo should be reproduced from an original vector-based electronic file. To order, contact the Marketing Department at 555-123-4567 or by emailing branding@diversestaffing.com. Size To maintain readability, the logo should not be reproduced any smaller than 1 1/16 inches (10 picas) in length. Color Printed applications should use the CMYK color version of the marks, while web or screen-based applications (video, presentations, mobile, etc.) should use RGB color with hexadecimal values. Placement No version of the mark may be used to replace the words “Diverse Staffing� in a sentence or headline. They may only be used as stand-alone design elements. For specifications on the application of specific versions of a mark, please refer to any of the following pages for more details.
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primary logo clear space Observe the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified clear space.
Full Color The Diverse Staffing Primary Logo in full color is for applications where full color is desired. The mark is available with and without the tagline. Please note that the background shape is not part of the mark.
[A] Primary Logo on white background
[B] Primary Logo on 90% gray background
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primary logo
Grayscale The Diverse Staffing Primary Logo in grayscale is for applications where full color is not available. The mark is available with and without the tagline. Please note that the background shape is not part of the mark.
[A] Primary Logo on white background
[B] Primary Logo on dark background
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unacceptable logo usage 1. Do not enlarge pixel based images. 2. Do not change proportions. 3. Do not alter colors. 4. Do not invade clear space. 5. Do not add elements.
The success of the Diverse Staffing brand identity relies on the clarity and consistency with which it is implemented. Distorting or changing it reduces its legal protection and diminishes its impact. The following examples visualize some potential mistakes that must be avoided, including reproducing the logo on a textured or patterned background that reduces clarity, replacing any letter in the logo with a symbol or other graphic element, and adding graphic devices such as rules or boxes around the logo. Do not use a company logo or mark as a basis for any new or derivative logo or mark. Adding graphic elements behind or around an official company mark is not permitted. Please note that the following examples apply to all Diverse Staffing marks and should be avoided at all times.
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graphic elements
texture color
best for
Dark, gray, patterned
Breaking up negative space when it becomes overwhelming, especially for web design.
The established texture used is Dark Denim. Please contact the Marketing Department at 555-123-4567 or email branding@diversestaffing.com to obtain a file of this texture.
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photography tone Approachable, honest, contemporary
The current photographic style is full-bleed photographs with subjects immersed in their environment. Environmental shots are candid and unposed. The use of photography in Diverse Staffing marketing and branding material should be used minimally, but with strong purpose. Here is an example of current usage:
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examples
websites
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brochure
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contact
For questions about Diverse Staffing’s Graphic Standards Guide or branding, use the information below to contact the appropriate office.
Address Suite 11A, Building A 1000 Woodburn Ave. Indianapolis, IN 40000 Phone Main office: 555-987-6543 Marketing Department: 555-123-4567 Email General questions: hello@diversestaffing.com Branding questions: branding@diversestaffing.com Website About Diverse Staffing: www.diversestaffing.com/about Graphic Standards Guide: www.diversestaffing.com/publicity/guide.pdf
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